Virgin Media O₂ supported the planting of 1.7 hectares of wildflowers in the UK in 2025
Pollination underpins life on Earth, shaping ecosystems, global food production and the stability of the natural world we depend on every day. One out of every three mouthfuls of food relies on animal pollination, and in the UK alone the benefits that pollinators provide to crop production are estimated at £691 million each year. Yet despite their irreplaceable role, pollinators are in crisis. Scientific assessments show that pollinators are declining globally, driven by habitat loss, climate pressures and harmful chemicals. The health of our pollinating insects is directly tied to the security of our food systems and the resilience of natural ecosystems, which is why the support of organisations like Virgin Media O₂ is so vital.
The UK hosts an exceptional variety of pollinating insects. There are 275 species of bee alone, alongside 280 hoverfly species, more than 2,200 moth species, 6,700 other species of fly, and numerous beetles, wasps and thrips that contribute to pollination. These species support not only our food crops but the wildflowers, grasslands and woodlands that underpin entire food chains.
The landscapes these species depend on have been dramatically altered. England and Wales have lost over 97% of its flower-rich grasslands since the 1930s, an area equivalent to one and a half times the size of Wales. These meadows once formed extensive, connected networks across the countryside; today, most survive only as isolated fragments. As a result, many pollinators struggle to find the nectar, pollen and nesting sites they need. This fragmentation is one of the primary reasons why once-widespread species have become rare or disappeared entirely.
The consequences of this loss are stark. Half of the UK’s 27 bumblebee species are in decline, three species have already gone extinct, and seven have suffered declines of more than 50% in just the last quarter-century. Our butterflies and moths tell the same story, with 71% of butterflies and two-thirds of moths now in long-term decline. Even common species are becoming increasingly scarce. The 2025 Bugs Matter Survey, led by Buglife and Kent Wildlife Trust, recorded a nearly 60% decrease in UK insect numbers since 2021, signalling severe and rapid ecological change.
This is why wildflower restoration is one of the most impactful interventions we can make. Wildflower-rich habitats support more pollinator species than any other habitat type, providing nectar, pollen, nesting opportunities and refuge throughout the year. GreenTheUK has partnered with Buglife to deliver the B-Lines initiative – a nationwide network of “insect highways” – to reconnect fragmented landscapes with new and restored wildflower areas, allowing pollinators to move, feed and breed across the country.
By supporting wildflower restoration with GreenTheUK and Buglife, Virgin Media O₂ is helping to rebuild these ecological lifelines and reverse decades of habitat loss. This work extends far beyond protecting insects: it strengthens food security, enhances climate resilience, and restores the natural systems that future generations will depend on.
Wildflower Restoration in Cumbria (1.7 hectares)
Cold Springs Community Nature Reserve in Penrith, Cumbria, is an emerging example of community-led landscape restoration, strengthened by support from Virgin Media O₂. Donated to Cumbria Wildlife Trust (CWT) in 2022, the site originally consisted of five agricultural fields bordered by mature hawthorn hedgerows. Positioned between Beacon Edge and new housing developments, the land slopes gently from north to south and now provides an increasingly important green space for both wildlife and the local community.
The reserve is managed by a Community Steering Group in partnership with CWT, with habitat management largely delivered through traditional sheep grazing. Access across the reserve is good, allowing visitors to enjoy the space as it evolves.
Wildflower restoration has become one of the central focuses of the site’s transformation. To prepare the land for meadow creation, the fields were cut and baled before being scarified using a chain harrow to expose patches of bare soil. This groundwork enabled successful seeding with a diverse meadow mix well-suited to traditional hay meadows and highly beneficial for pollinators. Species such as yellow rattle and self-heal have since been introduced to help reduce grass dominance and encourage a richer diversity of wildflowers that support bees, butterflies, moths and other insects.
Unlike reserves designated for rare or specialist wildlife, Cold Springs is designed to grow into a nature haven over time, shaped by local involvement and steady ecological enhancement. The introduction of native trees - including English oak and crab apple - and the creation of new ponds complement the meadow restoration by increasing structural diversity and supporting a broader range of species, from amphibians to dragonflies.
Virgin Media O₂’s support has been instrumental in accelerating the transformation of Cold Springs from farmland into a flourishing wildflower landscape. Their funding has enabled the community and Cumbria Wildlife Trust to restore hedgerows, expand meadow areas, improve grassland quality and enrich the site with native wildflower species that will continue to spread and naturalise over the coming years. The result is a biodiverse, accessible, community-owned green space where wildflowers are steadily returning, pollinator numbers are increasing, and people can experience a landscape that is visibly recovering and full of seasonal interest.
Wildflowers & Grasses Planted
UN's Sustainable Development Goals
As a GreenTheUK partner, you support projects that are in line with the UN Sustainable Development Goals.
Take urgent action to combat climate change and its impacts.
Sustainably manage forests, combat desertification, halt and reverse land degradation, halt biodiversity loss.
